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And the winner for worst industry event is...


Think back over 2019. How many functions have you been to? How many were good? How many made you wish you’d gone straight home, got into your pjs and binge watched something so bad you’d never admit to watching it?

 

 

As our diaries fill with after-work functions, it’s inevitable that we run into the odd few who take advantage of an event. They’re the ones who wait by the kitchen door to nab the best (and sometimes all) the food, are the first to leave once the prizes have been awarded, and guzzle down the free booze as if it were June 30 and they were going to start Dry July in the morning. At least they didn’t put their business card in the prize draw twice. 

 

But there’s another side to the story.

 

These folk might have gotten into work early after having had to deal with calls from clients in the middle of the night. They might have had to skip lunch, and more importantly the 3pm chocolate break. And then, rather than heading home to have dinner with the family they had to trek through the city, listen to a not-so-interesting presentation and eat sub-par arancini balls and sliders for the third time that week. 

 

Dear industry event organisers, hear our pleas and, when organising an event for next year, try and avoid the following:

 

NOT CATERING ACCORDINGLY

If your event runs from 6-9pm, you can’t blame agents for being hungry. It’s dinner time and a handful of deep-fried appetisers does not a meal make. Finger food is fine if there’s enough of it and there’s enough variety to please the masses.

 

PRESENTING YOUR PRODUCT IN A FORGETTABLE WAY

If PowerPoint is not yet dead, surely it’s on life support. Technology has come a long way and chances are you’re selling a dynamic and powerful destination or product not suited to some images on an overhead. There are tonnes of creative ways to get your message across. 

 

A recent study found that 81% of content marketers find interactive content more attention grabbing than static content. Making your message interesting will make it memorable.

 

NOT HOLDING YOUR EVENT IN A SUITABLE VENUE

If you’re selling Malaysia, avoid an Italian restaurant. Also, avoid places that are hard to get to, have bad food, are poorly lit or equipped. And unless you are particularly marketing to a specific  post code, keep it central.

 

NOT GIVING ENOUGH NOTICE

Rarely a week passes without an event on the calendar, so give agents enough time to lock you into their schedules.

 

NOT CHECKING THE CALENDAR

Check with your agent contacts and see what else they’ve got on the cards and avoid making them choose between your event and someone else’s.

 

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Written by: Gaya Avery
Published: 16 December 2019


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